Audi A8 Archives

Audi Bercadang Meningkatkan Jenama dengan Pengganti A8 dan SUV

Audi kini berusaha menaikkan statusnya ke tahap yang lebih tinggi dengan memperkenalkan pengganti kelas atas bagi model perdananya seperti limosin A8 serta SUV Q7 dan Q8. Langkah ini mencerminkan strategi jenama Jerman itu untuk memantapkan identitinya sebagai jenama yang lebih eksklusif dan berprestij, dengan menumpukan pada segmen harga yang lebih tinggi tanpa meninggalkan warisan premiumnya.

Konsep Grandsphere, yang diperkenalkan pada 2021, memberikan gambaran awal mengenai evolusi A8 sebagai sebuah sedan mewah sejati, sementara konsep Urbansphere pada 2022 mencadangkan kemungkinan Audi bakal memperkenalkan SUV bersaiz lebih besar dengan tahap kemewahan yang lebih tinggi. Kini, jenama milik Volkswagen itu memperhalusi strateginya untuk meningkatkan daya tarikan dan statusnya di pasaran global.

Pengarah urusan baharu Audi UK, Jose Miguel Aparicio, menegaskan dalam wawancara bersama Auto Express bahawa syarikat itu kini lebih mengutamakan prestij dan eksklusiviti berbanding jumlah jualan semata-mata.

“Kami membuat satu langkah ke atas dari segi premium, meningkatkan prestij, keinginan, dan persepsi jenama. Kami lebih berminat dengan kualiti perniagaan daripada kuantiti,” katanya.

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Audi Plans to Elevate Brand with Ultra-Luxury A8 and SUV Successors

Audi is charting a course further upmarket, positioning itself as an even more prestigious brand with upscale replacements for its flagship models, including the A8 limousine and the Q7 and Q8 SUVs. The German automaker is laying the groundwork for a more luxurious and exclusive brand perception, pushing into higher price segments while maintaining its premium identity.

The Grandsphere concept, unveiled in 2021, hinted at a potential future iteration of the A8 that would elevate it into true luxury territory. Similarly, the 2022 Urbansphere concept suggested that Audi may introduce an even larger, more opulent SUV. Now, the Volkswagen-owned brand is refining its strategy to further enhance its desirability and status.

Audi UK’s new managing director, Jose Miguel Aparicio, emphasised this shift in an interview with Auto Express, stating that the company prioritises prestige and exclusivity over sheer volume. “We are making a step upwards in terms of premiums, increasing the prestige, desirability, and perception of the brand, and more interested in the quality of business than the quantity,” he said.

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2019 Audi A8 L now in Malaysia – RM879,900

The 2019 Audi A8 L flagship model has made its way here in Malaysia and it marks Audi’s future in the luxury class. Coming in hot with a new design language, the fourth generation Audi A8 is packed with top-of-the-line automated driving technology. (more…)

New Audi A8 features artificial intelligence

Audi’s new A8 has been revealed and though it retains the signature design elements of its predessor, with every incremental upgrade, the German automaker makes certain adjustments to rejuvenate the design to a certain degree. And this time, the front end features a wide, upright single-frame grille that is complemented by fludic and muscular bodywork giving the car a sporty yet elegant look.

From the side, the steep curvature of the front end blends well with the gently inclined rear quarter for a sleek silhouette. The sophisticated HD LED headlights with Audi laser lighting are impressive additions that are complemented by the DRL LED light-strips and OLED lighting tech for the rear.

Available as either the A8 or A8L, with the later being the long wheelbase version and 13 centimeters longer than the former. Overall, both feature lightweight construction and quattro permanent all-wheel-drive system. That is complemented by the all-wheel-drive steering system that allow for better control and turning radius.

Inside, the vehicle features the usual luxurious upholstery as well as electric seats that warm the soles of your feet (A8L). The extensive use of high quality materials is evident throughout the cabin, including the centre stack where the 10.1-inch touchscreen (MMI) infotainment system resides. Auxiliary functions can be controlled through another touch interface located on the centre tunnel console, including accessing air-conditioning and other comfort related options.

Audi touts that the glass display system, is very responsive and behaves in a very elegant manor. The combination of acoustic and tactile feedback that it offers as well as common touch gestures makes for a pleasant and user-friendly experience.

As advanced as these systems are, the new A8’s crowing achievement is its reliance on artifical intelligence both for autonomous driving and the manipulation of its active suspension setup. Thanks to a slew of radar sensors, image cameras as well as other sensors that include the ultrasound ones, the A8 is able to drive and navigate through traffic jams and slow moving traffic of up 60km/h.

It’s able to do so on roads and highways where a physical barrier separates the carriageways. The system can be activated by pressing the AI button on the centre console. When activated, the driver can take his/her hands off the steering wheel and relax while watching content on the TV.

Audi’s AI remote parking and remote garage pilot systems give the car the ability to steer in and out of parking spaces or a garage. The best part of this, the driver doesn’t have to be in the car while this is being done. He/she only needs to tell the car to do so by using he myAudi app on their smartphone.

Then there’s the active suspension, that depending on driving conditions, is able to raise ad lower each individual wheel via electric actuators. by doing so, it will be able to alter the suspension setup from a firmer sporty one, all the way to a soft and supple configuration. The reaction time of this particular AI system is said to be lightning quick should it sense an impending lateral collision, which will help reduce the severity of the accident and injuries to the occupants.

The system requires a great deal of energy to function, which is why the A8 uses a 48-Volt electrical system. Depending on region, there will be a number of engines on offer, which include 3.0 TDI, 3.0 TFSI, 4.0 TDI and 4.0 TFSI as well as the top of the line 6.0-litre W12 powerplant. When equipped with a mild-hybrid platform the A8 is able to switch off its engine at certain times to save fuel as well as recover energy of up to 12kW when the conditions suit it.

The new Audi A8 and A8L are being built at Audi’s Neckarsulm site and will appear in the German market in late 2017. We will let you know when it eventually reaches our shores in the not so distant future.